Advice from a RockStar Sales Rep

By Carolyn Edlund

Meryl Hooker is a nationally recognized award-winning sales rep, writer, speaker and all-around sales rockstar, and co-author of the book Pushing the Envelope.

Author and Salesperson Meryl Hooker

Tell me what your company does . . . in one sentence.

When I consult with companies that want help boosting their sales, this is always my first question. I recently met with a few first-time exhibitors at this year’s National Stationery Show. Besides the main goal of making sales, they all wanted to hire sales reps too. I started with the kick-off question, and here are some of the responses I received:

“I make letterpress cards that are fun and edgy, but sometimes whimsical, and make people feel good. And I use glitter sometimes, too.”

“I have something for everybody- recipe cards, children’s birthday, and some handmade collage pieces.”

“Well, my cards are whimsical and humorous, but I like to tackle tough situations like death and divorce.”

See how convoluted these are? If you cannot describe what you do in an intriguing, compelling sentence, you do not have a clear focus for your business. Without a clear focus for your business, how do you formulate a clear message in your advertising or marketing? How about your sales pitch to potential reps and buyers? As artists and business owners, we often want to make something for everybody in the hopes of increasing our sales, but the result is usually just confused potential customers.

So how do your achieve this magic focus? By developing a USP. Your USP is your Unique Selling Position or your Unique Selling Proposition. It is what sets your product apart from the competition and gives people a reason to buy your product. A USP defines your mission, your purpose and your identity as a manufacturer. While it is not quite a magical love potion that makes customers and reps fall for you, it is pretty close. An important part of product development (and sales, in general) is giving people a reason to buy from you, beyond just your charm and good looks.

Here are five steps you can take to develop your own USP.

1. What problem does your product solve or what do you make easier for your customer?

A consumer purchases a washing machine because it helps them get the laundry done faster. Greeting cards allow people to express emotions they might not know how to on their own.  How does your product help the purchaser?

2. What are the benefits of your product?

Benefits are aspects of a product that answer the “What’s in it for me” question. Make a list of all the benefits of your product and then focus on the most prominent ones.

3. What are the features of your product?

Features are facts about your products. Are your products made from recycled or repurposed items? Are the beads in your necklaces crafted by stay-at-home moms?

4. Who is your target audience (teens, moms, sports enthusiasts)?

You may want everyone to purchase your products, but seriously, are your products really for everyone?

5. What does your product do that similar products do not, or, why is yours better?

If you are the 15^th company selling flower photography note cards, then you’d better have a compelling reason that buyers should purchase your cards. For the record, “because I made them” doesn’t cut it.

You should be able to get your USP down to one or two sentences. It is similar to having a business mission statement. The difference is a USP is targeted toward the actual product as opposed to what actions you are going to engage in.

Take a look around at other companies that sell similar products to yours, or even at other products you may already be purchasing. Try to identify those companies’ USPs and see how they are using it to develop their brand. Start with major, nationally distributed products since their USPs are easy to identify. Then, look at some smaller companies that you will not find in a big box store. How does your USP compare?Is it easy to identify? Is it easy to remember?

One way or another, you are going to need a USP. Otherwise, you are just another card/trinket/gadget competing for a buyer’s attention.  Your USP may evolve as your line develops. In fact, it may completely change at some point. The important thing is to have a clear sense of what your product is and your specific target audience.

Now, go sell something!

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